Adstock and media planning

Erwin Ephron and Colin McDonald question the validity of Adstock as a scheduling device. They describe the Adstock concept - that individual ad exposures do not stand alone and that every advertising treatment has a decaying process usually expressed as a 'half life' The authors believe that Adstcock, as a scheduling device, is flawed because it confuses systemic changes in the brand with a lagged effect of its advertising.

Adstock and media planning

Erwin EphronPapazian and Ephron

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Colin McDonaldMcDonald Research

Adstock has been described as 'the impact that advertising has over time on sales or awareness'. But it is richer than that. The Adstock concept captures the...